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Ubiquitous IA: Cross-Channel Strategy

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Ubiquitous IA: Cross-Channel Strategy

  1. Ubiquitous IA Cross-Channel Strategy Peter Morville, IA Konferenz 2012 1
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  5. #dtdt 5
  6. Architecture Design Technology Information Architecture: It’s What You Do First. 6
  7. Polar Bear IA in•for•ma•tion ar•chi•tec•turen. • The structural design of shared information environments. • The combination of organization, labeling, search, and navigation systems in web sites and intranets. • The art and science of shaping information products and experiences to support usability and findability. • An emerging discipline and community of practice focused on bringing principles of design and architecture to the digital landscape. 7
  8. Fragmentation Fragmentation into multiple sites, domains, and identities is clearly a major problem. Users don’t know which site to visit for which purpose. Findability Users can’t find what they need from the home page, but most users don’t come through the front door. They enter via a web search or a deep link, and are confused by what they find. Even worse, most never use the Library, because its resources aren’t easily findable.
  9. Web Strategy 1. One Library 2. Core Areas 3. Network Intelligence 11
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  11. Search is a Complex, Adaptive System Source: Search Patterns (2010) 14
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  13. Where architects use forms and spaces to design environments for inhabitation, information architects use nodes and links to create environments for understanding. Jorge Arango, Architectures 16
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  15. “Desire Lines” 18 Photo: Berkeley Path Gallery by Kevin Fox
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  19. Experiences Across Channels
  20. The Future of Mobile Search Location Aware Location Aware Query byby Wandering Search Wandering Multisensory The Future of Mobile Search
  21. World’s Best Information Architect Source: Subject to Change (2008) 25
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  23. Desktop Mobile Kiosk 28
  24. Sensors • Location (GPS) • Orientation (Compass) • Motion (Accelerometer) • Orientation/Motion (Gyroscope) • Touch (Multi-Touch, Gestural) • Light (Ambient) • Proximity • Device (Bluetooth) • Audio (Microphone) • Image/Video (Camera) • RFID (Soon) 29
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  26. “After a half-hour, a three-tone alert sounds…If the bottle still has not been opened, the system makes an automated reminder phone call to the patient or a caregiver. The GlowCap system compiles adherence data which anyone can be authorized to track. That way the doctor can make sure Gramps stays on his meds.” 31
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  30. BrainPort Camera in glasses captures video. Image recreated on grid of 400 electrodes. User feels the shape on the tongue. Brain learns to see through the tongue. 35
  31. Touchpoint Taxonomy Media Book Channel Platform Newspaper Web Web Magazine Product Social Media iOS Video Packaging Email Android Audio Print Catalog Messaging Poster Mac OS X Billboard Telephone Call Center Print MS Windows Website Blog Context Facebook Home Twitter Work Walking YouTube Device Driving Email Desktop Shopping Direct Mail Laptop Scale Plane Radio Mobile Party Covert Tablet Personal Television Television Mobile Social Personal Kiosk Location Environmental Time Architectural Task Urban 36
  32. Design Principles 37
  33. Cross-Channel Strategy http://findability.org/archives/000652.php Composition multi- or cross-channel; mix of platforms, devices, media; coherence Consistency brand, features, organization, interaction balanced against value of optimization Connection links, tags, signs, maps; call to action Continuity bookmark, resume playback, flow Context personal, social, location, time, task Conflict 38 identify/resolve, org chart, free-riding
  34. Adapted from Cross-Platform Service User Experience portal.acm.org/citation.cfm?id=1851637 39
  35. Craft beautiful designs that deliver a quality experience to your users no matter how large (or small) their display. 1. Fluid Grids 2. Flexible Images 3. Media Queries 40
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  37. Why Separate Mobile & Desktop Web Pages at Bagcheck? With a dual template system, we were able to optimize: 1. Source Order 2. Media (Speed, Quality, Interaction) 3. URL Structure Navigation 4. Application Design at Top Navigation at Bottom 42
  38. To make the right decisions about composition and consistency, you need a cross-channel strategy. 43
  39. Design for Connection 44
  40. Over 50% of REI online business is picked up in a store. 45
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  43. Barcode Identifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.) QR Code Initiates a Response (e.g., URL, Message, Phone, SMS, Email) 48
  44. Price Check Product Detail Endless Aisle 50
  45. Continuity 51
  46. Conflict 52
  47. Context 53
  48. Cross-Channel We must leave our Marathon comfort zones, cross-train, and collaborate. Triathlon 54
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  51. Source:delightability.com 57
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  54. morville@semanticstudios.com 60
  55. morville@semanticstudios.com 61
  56. reFraming 1. Classic Information Architecture(Polar Bear). 2. Web Strategy (Web, Mobile, Social). 3. Cross-Channel Strategy (Physical, Digital). 4. Intertwingularity (Ubiquitous, Ambient). 62
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  58. What architects do for buildings, information architects do for…
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  61. “There is a problem in discussing systems only with words. Words and sentences must, by necessity, come only one a time in linear, logical order. Systems happen all at once. They are connected not just in one direction, but in many directions simultaneously. To discuss them properly, it is necessary to use a language that shares some of the same properties as the phenomena under discussion.”
  62. "In an era of cross-channel experiences and product-service systems, it makes less and less sense to design sitemaps and wireframes without also..."
  63. “…mapping the customer journey, modeling the system dynamics, and analyzing impacts upon business processes, incentives, and the org chart."
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  66. morville@semanticstudios.com Richard Saul Wurman’s Sandcastles (1971). Stolen from The Nature of IA by Dan Klyn (2010).
  67. morville@semanticstudios.com ”Those who know, do. Those that understand, teach.”
  68. IA Therefore I Am Peter Morville morville@semanticstudios.com Understanding IA (Prezi) http://is.gd/iaprezi Blog http://findability.org/ Twitter @morville 74